The power of employee advocacy
In today’s competitive business landscape, companies invest heavily in marketing campaigns, digital strategies, and brand messaging. However, many overlook one of their most valuable assets, their employees. When employees actively support and promote their company’s brand, it can significantly boost their message, build trust, and drive engagement.
A concept as old as rome
Employee advocacy isn’t a new concept, according to Simone Bonnett published on LinkedIn, it dates back to ancient Rome, where gladiators encouraged freeborn Roman citizens to participate in gladiatorial games. It’s the simple, yet powerful idea that when people genuinely believe in their workplace, they naturally want to share that enthusiasm with others. Let’s think about it for a second. When someone is excited about their job, they talk about it with friends, they post about company events on social media, and they proudly share company achievements with their networks. This kind of word-of-mouth marketing carries far more weight than a paid advertisement ever could.
Statistics by MSLGroup, shows that brand messages are re-shared 24 times more frequently when distributed by employees and receives eight times more engagement than content shared through official brand channels. That is because employees are seen as more authentic and trustworthy than corporate messaging.
The impact of social media on advocacy
According to the article The Impact of Social Media Algorithms on Content Marketing, social media algorithms favour personal connections over branded content. This means that a single employee’s post about their workplace can reach hundreds, if not thousands, of people. Far beyond what a company’s own social media page might achieve. In a country as diverse and socially connected as South Africa, this kind of organic exposure is invaluable for brand visibility, particularly in industries where reputation and relationships matter most.
Employee engagement and brand trust
“Employees who feel connected to their work and their company’s mission are more likely to advocate for it,” Gallup (2023). Their research has shown that engaged employees are significantly more likely to promote their company positively. It’s not just about having a job, it’s about being part of something bigger. When employees believe in the company’s vision and feel valued in their roles, they become natural ambassadors for the brand.
“Employees who feel connected to their work and their company’s mission are more likely to advocate for it,” Gallup (2023). Their research has shown that engaged employees are significantly more likely to promote their company positively. It’s not just about having a job, it’s about being part of something bigger. When employees believe in the company’s vision and feel valued in their roles, they become natural ambassadors for the brand.
Encouraging advocacy in the workplace
So how can companies encourage this kind of advocacy? It starts with creating a positive work culture. South Africans take pride in their work and their company culture, and a workplace that values its employees naturally encourages positive word-of-mouth. When people feel proud of where they work, they talk about it.
Companies should also make it easy for employees to share content by giving them engaging and relevant material, something worth sharing. For example success stories, behind-the-scenes insights, or major company announcements.
The role of leadership in advocacy
According to Culture Monkey (2025), recognition plays a key role as well. Employees who actively support the brand should be acknowledged, whether through incentives, public appreciation, or a simple thank you. A shout-out at a company event or a small token of appreciation can go a long way in encouraging participation.
Leadership also plays a vital role in fostering employee advocacy. When executives and managers lead by example, actively engaging in advocacy efforts, sharing company content, and showing enthusiasm it sets the tone for employees to do the same.
Conclusion: Employees as brand ambassadors
A company’s employees are its most authentic and influential brand ambassadors. By fostering a culture of engagement, providing the right tools, and encouraging advocacy, businesses can unlock the power of their workforce to significantly amplify their brand message. In a country like South Africa, where relationships and trust are key to business success, employee support is not just a secret weapon it is a strategic necessity.
References
- Culture Monkey (2025). Appreciation messages to say thank you to employees. https://www.culturemonkey.io/employee-engagement/thank-you-to-employees/
- Edelman Trust Barometer (2023). Trust in Business. www.edelman.com
- Gallup (2023). State of the Global Workplace. https://www.gallup.com/workplace/349484/state-of-the-global-workplace.aspx
- LinkedIn. (2023). The Impact of Employee Advocacy. https://www.linkedin.com/pulse/employee-advocacy-new-age-recruitment-branding-simone-bonnett–nf56e/
LinkedIn (2023). The Impact of Social Media Algorithms on Content Marketing. https://www.linkedin.com/pulse/exploring-impact-social-media-algorithms-content-marketing-balova/
